Facebook is quite possibly one of the best platforms you can use to generate leads for your business. The all-important question though is with those leads you are generating, how many of them are you actually converting into business? If your answer was “not enough”, you are not alone.
I cannot tell you how many times I’ve heard people tell me they tried Facebook ads, but eventually ended up quitting because the leads they generated were terrible. When I ask what makes them terrible, the most common answer is that the leads never converted into customers.
With a little further probing, I find out that the leads really aren’t terrible at all. The business I was talking to simply wasn’t doing enough to turn those leads into customers.
Claiming Facebook as a platform doesn’t work is short-sighted. Facebook is designed to get a cold lead into the top of your funnel. The odds of a cold lead converting in their first interaction with your brand are very slim. It would be like meeting somebody when you are out with your friends on a Friday night and immediately asking them to marry you before you’ve even gone out on a date or gotten to know one another.
You cannot base the success of your Facebook campaign on the first interaction you have with a potential customer. You need to focus on the entire buyer journey and funnel. Each time your messages touch them, you have to optimize the messages to logically move them through the buyer’s journey, getting them to the point that they are ready to become your customer.
So today I want to share five ways to turn more leads into customers by optimizing the experience after they’ve become a lead.
If They Didn’t Become Customers The First Time Around, Re-Engage Them
Taking into account the fact that hardly any of your leads are going to become customers the very first time they enter your pipeline as a lead, one of the most powerful ways you can re-engage them and move them towards becoming a customer is by using Facebook retargeting ads.
Let’s suppose that your initial ad a lead clicked on was for a downloadable PDF cheat sheet. Once somebody has made that initial conversion, you can retarget them with another ad. The ad could read something like:
“I hope you enjoyed my Top Performing E-Commerce Facebook Ads Cheat Sheet! The important next step and be found here.”
Usually when a lead enters your top of the funnel, if they don’t take the next step to engage with you and become a customer, it’s not because they don’t want to or that they aren’t interested. It’s because life is real and they quite possibly just didn’t have time to jump into the next step with you due to time commitments.
Often, when leads don’t take that next action, it’s not that they don’t want to or they’re not interested. It may be because they were distracted or it wasn’t convenient at the time.
Think about it. How many times have you seen a great product in a Facebook Ad that you wanted to purchase, but suddenly you realized you didn’t have your wallet, or you were actually late for somewhere you had to be and needed to leave right away? Both of those situations took you from a potential buyer to the end of the buying process where you were not going to become a customer.
This happens to everyone for many different reasons. Often the difference becoming a lead that never converts versus a lead that turns into a customer is simply sending them an ad as a reminder that gets them to come back, ready to purchase.
Retargeting ads to leads with an invitation to purchase can result in some of the best ROAS (Return on Ad Spend) ads you will ever run. You know the audience. You know what their problem is (based on the topic of your original ad and lead magnet), so you can be super-specific and personable in your ad copy.
To create a Facebook retargeting campaign, you need to create a custom audience of people who have become leads. You’ll do this based on people who have visited the thank-you page that is associated with whatever landing page your original campaign took them to.
Present Your Warm Leads With Follow Up Purchase Offers
To get people to take you up on your next offer (in other words, become a customer), you need to make your offer clear and it needs to solve a goal/challenge that is relevant to their current circumstance. This may seem obvious, but you cannot imagine how many brands mess this up.
So you have a lead that opted into some sort of landing page to get a free item of value. Let’s say for instance it’s a downloadable PDF, an Ebook or a webinar. Once they’ve opted into that initial offer, you have a massive opportunity to push them further down your funnel by optimizing your thank you page.
Fact: People are most likely to take the next action with you right after they’ve taken the first. They’ve already shown a level of commitment, and their goal/challenge is fresh on their minds. You need to take advantage of that and place the next offer directly on your thank you page.
Don’t stop there though. If you are using email sequences in a drip campaign for these leads, include the next offer in those emails. If your initial free offering was a webinar, be sure to offer the next step in the webinar itself and then on the webinar page itself. If the free offering was a downloadable guide, at the end of the guide, make an ad for your next offering, with an active HTML link the lead can click to get directly to a page on the web to take advantage of the next offer.
In other words, present your follow up offer to your warm leads wherever they may be hanging out.
These days, being inundated with mass-media, we are all a little bit A.D.D. Many times it takes multiple exposures to an offer before a lead is ready to pull the trigger and advance to the next step (becoming a customer), so you can’t give up on them. Take advantage of all the places you can follow up and remind them about your great next offer.
Use Video On Your Thank You Page To Build Brand Authenticity And Convert More Leads
If you’re looking to improve the quality of your leads and your lead conversion rate, putting a video on your thank you page is a great way to do it.
A video on your thank you page gives you the opportunity to give your lead information in greater detail that will engage and inspire them to take the next action. For instance, if you ran an ad for a seminar, when a new lead signs up for the seminar, the video on your thank you page could be a “thanks for registering” video that also touches specifically on the key topics that you will be covering in the upcoming webinar.
A video like this will be watched in its entirety because the lead has already expressed interest and has a higher degree of “buy-in” to what you are offering. The video will also help increase the likelihood that the lead is going to log into the webinar when the webinar date comes.
Video allows you to build authentic connections with your leads. Authenticity leads to trust. When your leads trust you, they will buy from you.
Track Your Lead’s Behavior
Many businesses think that their only job is to get a lead in their pipeline and at that point it’s up to the lead to determine the outcome. This is not the case. Not only do you need to nurture the lead as we have described above, but you also need to track the lead. Tracking what a lead is doing while engaging with your thank you page or drip campaigns is crucial to successfully closing them as a customer.
For example, take your thank you page. It’s helpful to know how long people are spending on that page. Are they staying long enough to watch the video on the page? If they’re not spending enough time on the page, what might the issue be? Are they leaving because the video isn’t compelling enough? Are there problems with the page load speed?
Want To Know How Leads Feel About Your Campaigns? Ask Them.
One of the most important things, when you launch a campaign, is optimization. You want to optimize it to generate as many leads as possible, for the lowest cost per lead possible. This requires a bit of trial and error and a great deal of insight
One of the easiest ways to gain valuable insight may not spring to mind immediately, but it’s highly effective. If you want insight, ask your leads for feedback. For instance, send your leads an email, or reach out to them with Facebook Messenger. Asking them questions such as what made them sign up for your webinar, or why they decided not to purchase your product will give you valuable insights you could get no other way.
I realize this is not in the nature of digital marketers and it is a pretty basic, low-tech practice, but it works. Going through this exercise will help you spot and solve problems much more rapidly, saving you money and helping you turn more leads into customers more quickly.
Remember, It’s Not Just That First Touchpoint
So as you can see, when it comes to successfully converting leads into customers, you have to consider the buyer’s journey and be prepared for the fact that very few leads will convert on the initial touchpoint.
Carefully planning and deploying follow-ups and tracking every stage of the buyer process will ensure that you are converting the highest number of leads into customers. The methods described above will set you on the right path.